Pulitzer Prize winning journalist Michael Moss is best known for coining the term “pink slime,” a reference to a meat additive that, thanks to Moss’s reporting, had a particularly bad PR day in 2009, when his high gross-out factor exposé was published in the New York Times. Products containing the cringe-inducing substance were subsequently banished from many grocery stores and schools.

In his most recent book, Salt, Sugar, Fat, Moss shined daylight on the happier sounding, but no less alarming phrase “bliss point,” a food industry term for the exact combination of those titular ingredients that stimulates our brain’s pleasure center and makes us — and our kids — crave these highly engineered products, from spaghetti sauce to Doritos.

The book is an investigative reporting piece that exposes the cold, hard scientific and business calculations made in the highly competitive food industry. But with his appearance as the opening keynote address at the 7th Biennial Childhood Obesity Conference, taking place in Long Beach, Calif., this week (June 18-20), Moss places his research squarely in the middle of its public-health context.

That context will be drawn by the country's preeminent experts on children’s health, who will present their current thinking on topics such as strategies for protecting children from food industry marketing tactics, how we can use health care reform to address childhood obesity, and how zoning and the built environment can have positive influence on the children’s health. The Prevention Institute’s Julie Sims will talk about innovative messaging that promotes policy change, like in this video:

The conference is designed for public health practitioners, researchers, health workers and educators, and nutrition professionals. They will be treated to an event bookended by two best-selling authors — Marion Nestle gives the closing keynote.

Nestle, an NYU professor and author of Food Politics and What to Eat, will close the conference with a talk on how a focus on policy can reverse current obesity trends. She will provide examples of how advocacy for environmental and policy changes that promote healthier diets and more physical activity “can be linked to positive sustainable action,” according the conference website.

Ultimately, the goal of the conference is nothing short of wiping out childhood obesity.

“Conferences such as this are crucial to creating and maintaining the movement to eliminate childhood obesity,” said Ces Murphy, conference planning chair and a project manager at California Project LEAN at the California Department of Public Health, one of the conference’s co-sponsors. “By sharing information, leveraging resources and creating partnerships that lead to positive sustainable change, we will accelerate the progress of reaching this goal.”

Pat Crawford, director of UC Berkeley’s Atkins Center for Weight and Health, is one of the founders of the conference and has an integral role in shaping it each year. Crawford says that the work is starting to pay off. "The effort to reverse the childhood obesity epidemic has expanded exponentially during the past few years, and we are beginning to see some of the positive outcomes from these efforts.”